WINE EMOTIONS

The drinking of alcoholic beverages has kept pace with human civilisation and culture, and has always been a source of inspiration for literature, fine arts, music, drama, and dance. Wine is a boundless source of meaning, magic, and wonder.
The exhibition starts off with an interesting film which collects scenes from classic period movies showing the role of wine in people’s lives, and is laden with humor and emotion.

The “Dress Code” contains more than 30 creative packaging designs inspired by classic fashion brands. The wine bottles go through constant deceptive transformations, like models walking on the catwalk; the packaging of wine is like fashion, and displays the creative aesthetics and sense of quality that pervade modern international life.
Furthermore, the “Capsule Collction–Art for Nomads” displays the works of avant garde fashion designers; these works embody designs and use fabrics with the colors of Italian wines and their earth, and highly creative, conceptual methods are expressed.

The “arte×vino=acqua” sets show us how art and wine can combine their soft power, while achieving incredible results in the reconstruction of water resources in remote areas via a charity campaign. The labels for the wines in the sets are designed by top-notch contemporary artists invited by the director of the Tate Gallery.

The interdisciplinary combination of an art museum-grade design collection, fashion clothing, the representative works of Italian wine related design masters, a collage of drinking scenes from classic movies, a retrospective on wine label design history, and a chance to experience the aroma of wine make this exhibition a pioneering event that experiments with new concepts in wine culture communication.

Moreover through the presentation of visual symbols and enchanting stories from wineries, the exhibition reveals the importance of design and creativity in contemporary cultural life as well as in the brand marketing and visual communication for the alcoholic beverage industry. This exhibition is an opportunity giving local audiences an all-round aesthetic experience that goes beyond their eyes and encompasses their senses of smell, taste, and feeling.